It must be the end for Costa name

It is Europe’s biggest cruise line, with more ships than Britain’s P&O, Cunard and Fred Olsen combined. But recent events must spell the end for Costa Crociere.
Bosses were already complaining of a PR annihilation following the Concordia tragedy in January.
Now, six weeks later, they are faced with another disaster – Costa Allegra left without power in the Indian Ocean after an engine room fire knocked out its generator plant. The vessel is 43 years old and was originally built as a ferry.
Passengers endured three days without air conditioning or working toilets, and there was no way to prepare hot food. As the ship was taken under tow, emergency supplies were airlifted on board. Initial plans to take the ship to the remote island of Desroches were sensibly abandoned – the island’s one hotel would have been unable to cope – and instead it was towed 200 miles to the Seychelles capital, Victoria.
Not all Costa’s problems have been of its own making; the Italian economy is about as solid as a crispy pizza, and it is significant that Allegra was sailing less than two-thirds full when disaster struck this week. The company has grown rapidly in recent years – I have been to lavish christening ceremonies for three of its ships, in Genoa and Dubai – and the latest addition to the 16-strong fleet, Costa Fascinosa, will be launched without fanfare in May.
But for how long can the ships continue to bear the Costa name and their distinctive yellow funnels marked with a giant blue letter C? A re-branding must be inevitable if the company is to survive. Watch this space.